What is B2B lead generation? B2B lead generation is the art of prospecting. Every company needs customers and for companies that sell to other companies, their sales prospects are most often found and qualified through cold calling.

Cold calling is as manifest as mercantilism itself. As long as human beings sell to other human beings, they will need to communicate with each other. Cold calling provides an opportunity for the sales cycle to move beyond a simple transaction. If a sales cycle is complex, human interaction will be necessary.

Prospecting into a complex sale is not easy. That is why B2B lead generation is often misunderstood.